AFP Houston August 2025 Education Session

Friday, August 22, 2025
11:30 a.m. - Noon: Networking
Noon - 1:00 p.m.: Program

Location:
United Way of Greater Houston
50 Waugh Drive
Houston, TX 77007

This session has been approved for 1 point of CFRE credit. 

The Most Important Research on Donor Psychology

This is a joint session with the Charitable Gift Planners of Houston. 

Yes, fundraising is an art. But there’s more science to it than most people realize. This session will look at the latest and most important academic research on donor psychology – what makes them give, what makes them give more, and what makes them keep giving. We’ll also talk about the practical steps to incorporate this research into your daily work to help you hit your end-of-year goals. 

Join Nicole Walton, Senior Director of Major and Planned Giving Strategies at FreeWill, for a brand-new session exploring the psychological factors that influence donor behavior. From emotional triggers to decision-making, you’ll gain insights into how donors think, feel, and act, helping you fundraise more effectively. 

In this presentation, we’ll cover:

• The science of generosity
• Key motivators behind why donors give
• Steps to apply donor psychology to improve your fundraising practices

Speaker: Nicole Walton, FreeWill 

Online registration for this event has now closed.